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Four Ways to Take Control of Your Copywriting Process

Mark Brownlow once waited in silent trepidation as he watched a tarantula crawl across his hand. "The experience comes to mind every time I face a blank piece of paper," he says at Email Marketing Reports. "A rising sense of panic…paralysis…a prickle of sweat."

You might feel the same way when you're called on to write email marketing copy. If so, here are a few anxiety-fighting tips to make the copywriting process less painful—and more creative:

Write when writing comes most naturally. Don't fight the natural rhythm of your day; schedule writing sessions when you're at your most productive and creative.

Define your recipient. Knowing what to say—and how to say it—becomes easier when you know your target audience and why a message is being sent. An email might be a response to an action your subscriber has taken, for instance, or timed to reinforce something she has already seen.

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All good points. As a CD and copywriter I would add another:Rather than ponder for hours on end, write something down, no matter how bad or misguided it is. It's easier to build upon and refine an idea once you've got something to react to.

Don't be embarrassed by your bad ideas. They have a tendency of making us look for better ideas.

I would also add a caveat to the last point. Don't keep belaboring your first draft. If you find that little tweaks don't make it better, just scrap the first draft and start from scratch. The copy will often flow more easily the second time around because you already know what you want to say. It's just a matter of rewording the message.

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